Research Topics:

Brand Equity | Brand/Image Development | Corporate Image Studies

Industry/Market Focus:

Business-To-Business | Consumers

Content Type:

Glossary

Corporate Image Studies Definition

A study of the perception that people have of a company or the position it holds within the wider community. The corporate image is what people believe about a brand – their thoughts, feelings, expectations.

Corporate image studies assess the perception and reputation of a company or brand among its target audience, the general consumer audience and stakeholders. Corporate image is what people believe about a brand – their thoughts, feelings and expectations about it. The studies provide quantitative and qualitative data and aim to understand how the public views the company or organization's values, identity and overall standing. By understanding a company's image, marketing professionals can tailor messaging, enhance customer experiences and build a more authentic and favorable brand reputation.

Who relies on corporate image studies?

Marketing teams, brand managers and executives utilize corporate image studies to gauge the effectiveness of their branding strategies, to track public sentiment and to identify areas for improvement.

Why  should I care about corporate image studies?

Corporate image studies provide valuable insights into how a business is perceived by customers, investors and the general public. Positive perceptions can lead to enhanced customer loyalty, better financial performance and a stronger competitive edge. On the other hand, negative perception can harm the reputation and bottom line of a business.